PURE Revenue & Ads
A casual dating app where users post short-lived personal ads and chat privately, for adults seeking open-minded encounters.
Hyunjong Choi
Published Oct 19, 2026Updated Oct 19, 202612 min readPricing play
Est. monthly revenue
$5M
↓ 17.6% vs prev. period
Downloads / month
503K
↓ 17.6% vs prev. period
Rating
4.3
86.4K ratings · #13 in France
Meta ads running
18
91 found · median 30
PURE revenue and downloads trend
Est. monthly revenue
$5.0M ↓ 15.5% in 90 days
Dec 20, 2025: $5.2MOct 18, 2026
Monthly downloads
504K ↓ 15.5% in 90 days
Dec 20, 2025: 524KOct 18, 2026
Daily estimates from AppKittie, 279 days ending Oct 18, 2026. Revenue changed -4% and downloads -4% over the period. Meta ads live went from 69 to 38 between Aug 24, 2026 and Oct 18, 2026.
PURE Meta ads: 18 active, longest running 164 days
Top 13 by days live out of 91 found (13 video and 0 image creatives). Tap any one to open the original in the Meta Ad Library.
#1164 days liveApp StoreAd copy“Scegli un vibe che ti si addice e fai match con chi condivide i tuoi stessi desideri”Why it worksItalian copy: pick a vibe that suits you and match with those who share your desires; 164 days, App Store.
#2164 days liveApp StoreAd copy“Scegli un vibe che ti si addice e fai match con chi condivide i tuoi stessi desideri”Why it worksThe same Italian line on a second video, 164 days live, also to the App Store.
#3164 days liveApp StoreAd copy“Elige tu vibra y haz match con alguien que sueñe como tú”Why it worksSpanish version, choose your vibe and match with someone who dreams like you; 164 days live.
10 more Meta ads are locked
Unlock freeAds from the Meta Ad Library via AppKittie, snapshot Oct 16, 2026. Store data from the App Store.
Weekly Passes, Paid Likes and Ads in Four Languages
PURE is a casual dating app from Online Classifieds AG where users post a personal ad describing the encounter they want, match and chat with self-destructing photos and active anti-spam moderation. As of Oct 2026 it makes an estimated $5M a month from 503K downloads, 67.6x the Lifestyle median revenue of $74K on 16.8x the median downloads. Its ladder starts weekly, at $6.99 and $13.49, and sells consumables such as Compliments and King of the Hill boosts, with 96.9% of Meta spend aimed at men.
Key takeaways
- Eight prices across 10 in-app purchases: weekly memberships at $6.99 and $13.49, a monthly at $29.99, and consumables from $2.99 to $49.99 for Compliment bundles and King of the Hill. No annual plan is listed.
- 18 active Meta ads, 0.6x the Lifestyle median of 30, but 868 Apple Search Ads creatives. The longest runner is 164 days old, the median of the top 13 is 160 days, and all 13 are video.
- Four copy lines in four languages cover the 13 top ads: Spanish 6 times, Italian 4, French 2 and English 1, all variations of pick your vibe and match with someone who dreams like you. Eleven link to the App Store, 2 to Google Play.
- Lifetime Meta spend of $61K is 96.9% men, 42.2% ages 25-34 and 22.8% ages 35-44. The United States takes 51.6% of spend, Italy 25.6% and France 21.3%.
- The latest 200 reviews average 2.73 stars with 96 one-star. 71 (35.5%) mention price, trial or subscription and 60 of those are negative, mostly about having to pay to like or message anyone.
Full teardown
Unlock 10 more Meta ads
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Where PURE spends on Meta
Audience and spend estimates built on Meta Ad Library data (reported for ads shown in the EU, with other countries modeled), lifetime of the ads found. The biggest audience is 25-34, taking 42.2% of spend.
Est. spend
$61K
Reach
5.1M
Avg. CPM
$11.91
Ads delivered
111
Spend by age
Spend by gender
Top countries by reach
| Country | Reach | Spend | Share |
|---|---|---|---|
| Italy | 2.2M | $15,523 | 25.6% |
| United States est. | 1.5M | $31,297 | 51.6% |
| France | 1.3M | $12,907 | 21.3% |
| United Kingdom | 21.2K | $281.39 | 0.46% |
| Germany | 10.6K | $113.83 | 0.19% |
Rows marked est. are modeled by AppKittie from Ad Library coverage, not reported by Meta.
What PURE does differently
Weekly first, then consumables
$6.99
a week is the entry point, no annual plan
One hook, four languages
4 lines
of copy, one per language, across 13 top ads
Nearly all the spend on men
96.9%
of Meta spend reaches men, 2.02% women
The measurement gap
35.5%
of latest reviews mention paying, 60 negative
1. Weekly first, then consumables
PURE's ladder is built for impulse, not commitment. Ten in-app purchases at 8 prices start with weekly memberships at $6.99 and $13.49, step to a monthly at $29.99, and offer no annual plan at all. Around the subscriptions sit consumables: Compliments singly and in bundles of 5, 15 and 30, and King of the Hill boosts, priced from $2.99 and $3.49 up to $10.99, $11.99, $29.99 and $49.99. A casual dating session is short, so the app charges by the week and sells visibility by the item. The result is $9.94 of estimated revenue per download and revenue at 67.6x the Lifestyle median of $74K. The cost shows in reviews: 71 of the latest 200 mention paying and 60 are negative. A smaller app with a bursty use case can test a weekly rung plus a consumable, and expect complaints when basic actions are gated.
2. One hook, four languages
PURE runs only 18 active Meta ads, 0.6x the Lifestyle median of 30, but the 13 longest running show how a small set travels. Four copy lines cover them, and they are translations of each other: pick your vibe and match with someone who shares your desires, in Spanish 6 times, Italian 4, French 2, and once in English as no screenshots, no leaks, just private fun. All 13 are video, runs stretch from 119 to 164 days with a 160-day median, 11 link to the App Store and 2 to Google Play. Meta Ad Library spend estimates follow the languages: Italy takes 25.6% of the $61K lifetime budget, France 21.3%, the United States a modeled 51.6%. Chart ranks sit in the same markets, #13 France, #15 Italy, #18 Spain. PURE translates one proven hook rather than writing a second.
3. Nearly all the spend on men
Dating apps usually talk about balance; PURE's spend does not. Of $61K in lifetime Meta Ad Library spend estimates, 96.9% went to men and 2.02% to women. By age, 25-34 takes 42.2%, 35-44 takes 22.8% and 18-24 takes 20.0%. The buyer and the payer may be the same person, which would explain why weekly memberships at $6.99 and $13.49 and paid Compliments make sense: men pay for access and visibility. The reviews show the reaction, with 96 one-star in the latest 200, an average of 2.73, and complaints about paying to like or message anyone and about few real profiles. Revenue is still 67.6x the Lifestyle median, though the latest period shows -17.6% for both revenue and downloads. PURE prices for one side of its marketplace, and the review tone is where the strain shows first.
4. The measurement gap
PURE buys men almost exclusively, 96.9% of Meta spend, through 13 video ads in four languages that mostly land on the App Store, then charges by the week from $6.99 and by the Compliment from $2.99. Which language, which country, Italy, France or the United States, and which rung produces a member who renews a second week, rather than one who pays once and writes a one-star review?
How much does PURE cost?
10 in-app purchases, 8 distinct prices. Prices as listed on the US App Store, Oct 16, 2026.
| Weekly | $6.99 · $13.49 |
|---|---|
| Monthly | $29.99 |
| Other | $2.99 · $3.49 · $10.99 · $11.99 · $29.99 · $49.99 |
PURE vs the Lifestyle median
| PURE | Median | |
|---|---|---|
| Est. monthly revenue | $5M | $74K |
| Downloads / month | 503K | 30K |
| Meta ads running | 18 | 30 |
| Rating | 4.3 | 4.5 |
Median of 61 Lifestyle apps with active Meta ads in our set. See the Lifestyle hub ›
What PURE users say about paying
Of the latest 200 reviews, 71 (35.5%) mention price, trial or subscription and 60 of those are negative; the sample averages 2.73 stars with 96 one-star, driven by anger at paying to like or message anyone at all.
Latest 200 US reviews, Sep 19, 2026 to Oct 16, 2026
Mention price, trial or subscription
36%71 of 200 reviews, 60 of them 1 or 2 stars
They hide every single activity even texting and liking behind a paywall. There are very few people on the app and most of the ratings are fake. At least other …
So you’re telling me I have to pay to at least like someone? At least on the other dating apps I don’t have to pay to like someone like Ik you guys are money hu…
How to measure a playbook like PURE's
PURE spends 96.9% of its Meta budget on men across Italy, France and the United States, with 11 of 13 top ads landing on the App Store, so each weekly renewal needs tracing to a language and a market.
- 01
Connect RevenueCat to see revenue by channel
Every purchase and renewal joins the install it came from, so each channel shows real revenue, not only installs.
- 02
Compare markets, not only campaigns
With several price points, the same campaign earns different revenue per country. Break revenue down by country and channel together.
- 03
An annual buyer and a monthly buyer look the same at install. Retention by channel shows which source keeps paying.
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How we built this teardown
- Revenue and downloads are third-party estimates from AppKittie, snapshot Oct 16, 2026. Store intelligence estimates for a single app can be off by 30% or more. Treat them as a range, not a figure from the developer. Daily revenue and download series cover 279 days ending Oct 18, 2026.
- Ads come from the public Meta Ad Library. "Days live" counts days since an ad first appeared. Spend and audience breakdowns start from Meta's EU transparency figures; country splits outside the EU are AppKittie models.
- Prices, ratings and ranks come from the App Store (US storefront) on the same date. Prices differ by country and by paywall offer. Review stats use the latest 200 US reviews from Apple's public review feed.
- Category medians are computed across 61 Lifestyle apps with active Meta ads in our set of 860 subscription apps.
- Written by Hyunjong Choi. Ads, prices and estimates are refreshed every 30 to 90 days. Updated Oct 19, 2026.
Top Lifestyle apps by estimated revenue
All 25 ›| # | App | Est. revenue / mo | Ads live |
|---|---|---|---|
| 1 |  Tinder Dating AppTinder LLC | $55M | 36 |
| 2 |  Tipsy ChatLIGHTSPEED INTELLIGENCE PTE. LTD. | $11M | 883 |
| 3 | PUREOnline Classifieds AG | $5M | 18 |
| 4 |  FeeldFeeld Ltd | $4M | 145 |
| 5 |  happnHAPPN SAS | $1M | 117 |
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Plant ParentFrequently asked questions about PURE
How much does PURE make?
An estimated $5M a month as of Oct 2026, -17.6% versus the previous period but still 67.6x the Lifestyle category median of $74K. These are AppKittie estimates, not figures reported by Online Classifieds AG.
How much does PURE cost?
PURE lists 10 in-app purchases at 8 prices on the US App Store: weekly memberships at $6.99 and $13.49, a monthly membership at $29.99, and Compliment bundles and King of the Hill boosts from $2.99 to $49.99.
How many ads does PURE run?
18 active Meta ads out of 91 found, 0.6x the Lifestyle median of 30, plus 868 Apple Search Ads creatives. All 13 top ads are video, in 4 languages, with 11 linking to the App Store and 2 to Google Play.
How fast is PURE growing?
It is slipping. Over 279 days estimated downloads moved -3.9%, from 524K to 504K a month, after a 615K peak on Oct 1, 2026, and the latest 30 days show -17.7% for downloads and revenue.
Where is PURE most popular?
Its best Lifestyle category ranks are #13 in France, #15 in Italy, #18 in Spain, #21 in Finland and #25 in Belgium. Meta spend is 51.6% United States, 25.6% Italy and 21.3% France.
Who makes PURE?
Online Classifieds AG develops PURE. The app launched on Oct 25, 2013, making it 156 months old, and was last updated on Oct 8, 2026.
Who does PURE advertise to?
Men. 96.9% of $61K lifetime Meta spend reached men and 2.02% women, with 42.2% going to ages 25-34, 22.8% to 35-44 and 20.0% to 18-24.
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Go-to-market, Airbridge Core
Works on go-to-market for Airbridge Core, the self-serve attribution plan for subscription apps. Writes these teardowns from public App Store data, the Meta Ad Library and AppKittie estimates.
About Airbridge
Airbridge is a mobile measurement partner for Meta, Google, TikTok and Apple Ads, with native RevenueCat, Superwall and Adapty integrations. Subscription teams like NOICE cut measurement setup time by 75% after switching.